My presentation from the Big Data Summit London 18th April 2012

1. Big Data Innovation
Using Data Science to Drive Growth
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2. Big data
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3. Big data
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4. Data science
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5. @nilanp #BDLDN

6. @nilanp #BDLDN

7. Data science
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8. Big data ?
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9. Data science
PLUS
Velocity
Variety
Volume
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10. Data introductions...
But first science
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11. @nilanp
Nilan Peiris
CMTO
Disruptive tehcnolognogyst
Chief Marketing
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Technology Officer
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12. £200m
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13. £200m
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14. 30 year old
start up

15. We believe
holidays should be hassle-free.

16. 32m Trips

17. Our role in the holiday value chain.
Parking Insurance Books
the most efficient
way of Hotels FX Car Hire
Customer monetising trips on
the internet.
Lounges Ski Hire Essentials

18. A holiday engine.
A platform

19. Why
We ♥science
Data

20. ✦ 3 practical examples
Data science
3 practical examples...
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21. 1. Speed
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22. Why
speed ?
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23. “every 100 ms (thatʼs 1
tenth of a second)
increase in page load
time of Amazon.com
decreased sales by 1%”

27. 2. Matching products to
customers
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28. @nilanp #BDLDN

29. Size ?

30. How do you match
Size ?
customers to products ?

31. Recommendation
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32. Personalisation

33. Recommendation
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34. Segmentation
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35. Data science

36. Segmentation
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37. Personalisation

38. Size ?
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39. Personalisation

40. Personalisation

41. Personalisation
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43. Car
registration
Product
type
Customer
flikr
house

44. Decision trees
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45. Bayesian
statistics
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46. Graph
databases
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47. Car
registration
Credit
Card
Customer
Email
Address house

49. 3. Conversion

50. 3 million
customers
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51. 30 million
visitors
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52. 200 million
clicks
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53. Why are we
down / up?

55. GA picture

56. 0 USER JOURNEY!
Only 6.3% of customers who enter the funnel from
airport hotel pages end up converting!
Holiday Extras domain! Commentary! Performance!
Availability page! 1 in 7 visitors proceed to the upgrades page!
! lack of information?!
15%! ! lack of urgency?!
Upgrades!
Almost all proceed to the payment page!
98%! ! Performing well !
! Can additional upgrades be presented to increase order
value which may offset the impact of conversion rates?!
Payment!
43%! Just under 1 in 2 then proceed to make a payment!
! Suggests the payment form is performing very well!
Confirmation!
Summary!
At present only 6.3% of users who enter the funnel make a purchase. The
Total funnel efficiency!
largest hurdle is on the availability page where only 15% make it through to the
6.3%! next phase.!
We therefore focus our recommendations on the availability page in order to prevent customers falling out of
the funnel at the availability page, there are a number of solutions:!
a) Provide user with sufficient information to assist in the decision process !
b) Provide user with clear steps to purchase so that they are able to clearly understand where they are in
the funnel!

57. Why ?
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58. Causality !
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59. Qualatitive data +
Quantiative data =
Causality
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60. Exit survey

61. nformation!
e more Sample feedback!
rmation.! Images! 13%!
“Cant see a picture of the hotel. I like to
see what I am getting not just have the
was more symbols for the ameneties”!
Descriptions and Info! 65%!
roduct “cant find enough info about the
undercover hotel”!
Extras! 21%!
down by “for early flights, would be useful to see
times of transfers. also info as to how to
get to hotel if travelling by train.”!

62. ✦recap
Data Recap....
science

63. Capture Slice
data data
Launch Innovate
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64. ✦recap
A 3 step action plan
Data TODAY !start
science
you should

65. 1. Recruit data scientists
2. Store everything
3. Start playing with your
data
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66. Holiday
Extras